Samsung to promote microwave through print campaign

In an attempt to change mindset, Samsung India Electronics Ltd plans to roll out its print campaign, which pitches its product as a `full-fledged cooking medium' as opposed to a `heating device'. The company's punchline goes, `I use my microwave to cook everyday meals. And yes, even the occasional halwas on weekends.'

According to the company sources, the new campaign will encourage the customer to explore the full potential of the product. The product's bio-ceramic coating is its USP and that it results in ``faster, healthier and tastier'' food.

The new ad uses visuals of Indian dishes and emphasises that the product is meant for desi cooking. Samsung is continuing with its efforts to change the mindset by organising regular cooking classes and microwave demonstrations at retail outlets.

Samsung India is targeting a market share of 25 per cent in the microwave oven category this year. It is also planning to enhance its range in both the low-end and high-end segments.

Last year, the company introduced an entry level 18 litre microwave oven, priced at Rs 6,990. This year, it plans to introduce four new models, thereby increasing its range of offering.